In news, entertainment and business, telling a winning story is the key to success. Several years ago, the NY Times published an article suggesting that Film was the new MBA, because essentially, the profitable business boils down to the human experience. How do we connect our human experiences to the masses, through storytelling.
Here are 3 Essential Components of a Winning Story:
THE HOW: People have experiences. People create content. People make contact. To achieve marketing impact and increase sales through storytelling, you must make your story about something which most people care. If your goal is to translate messaging into social impact, then your Story must connect with real life and portray real lives.
THE WHO: The character you create or associate with is what humanizes your story and gives your brand texture. The key is casting the right subject; a figure that makes you see someone you want to be, you want to help or in some cases makes you see yourself. The story you tell is your brand and the subject/personality/character you adopt, must together be compelling enough to influence action. Whether the product leaves the shelf, or the patron clicks send from your donation page, visits your YouTube channel, or signs an online petition, brand loyalty is no longer just personal, it’s virtual, and your marketing must be experiential.
THE WHY: The key to ensuring the message and the subject ring true to your brand is to explain why this even exists at all. You must communicate in your story how the experience benefits your ultimate goals. When you invest your audience in your story, you must let them know why it is important in their lives. When you communicate the essential WHY, all parties are satisfied.